Mahindra Group Commissions Semiotic Study for Car Business, Hires Leapfrog Strategy Consulting’s Hamsini Shivakumar

At Mahindra Group’s company, Mahindra & Mahindra Automotive Design has, in order to understand it’s customer, especially the small utility vehicles, undertaken a semiotic audit, for decoding car driving culture through applying semiotic thinking. The SUV driver is considered to be a different persona than the regular small car driver.